What is Buyer Intent Data?
Signals that reveal when companies are actively researching solutions like yours
Quick Definition
Buyer intent data is information indicating that a company or individual is actively researching a particular topic, product category, or solution—showing purchase consideration before direct engagement.
Buyer intent data reveals which companies are actively researching solutions like yours, often before they ever contact you. This intelligence comes from analyzing online behavior patterns: content consumption, search activity, website visits, and engagement signals. When used correctly, intent data helps sales and marketing teams prioritize outreach, personalize messaging, and engage prospects at the perfect moment in their buying journey.
In This Guide
Types of Intent Data
Intent data comes from multiple sources, each with different strengths and use cases.
- First-party intent: Data from your own website and properties (highest quality)
- Second-party intent: Shared data from partners like G2 or TrustRadius
- Third-party intent: Aggregated from content networks across the web (Bombora)
- Search intent: Keywords and search patterns indicating research
First-Party vs Third-Party Intent
First-party intent comes from your own website—the highest quality signal. Someone visiting YOUR pricing page shows stronger intent than someone reading a general industry article. Third-party provides broader coverage but is less specific.
- First-party: 'Sarah viewed your pricing page 3 times'
- Third-party: 'Acme Corp is researching visitor identification'
- First-party is more actionable and specific
- Third-party helps with earlier awareness and prioritization
How to Use Intent Data
Intent data drives smarter go-to-market motions across sales and marketing.
- Prioritize accounts showing active research
- Personalize outreach based on topics being researched
- Time engagement when signals are fresh
- Score leads based on intent indicators
- Target ads to in-market accounts
Intent Data Providers
Multiple vendors offer intent data with different approaches. First-party tools like Bullseye identify who's on your site. Third-party providers like Bombora show broader research activity.
- Bullseye: First-party intent from identified website visitors
- Bombora: B2B intent co-op with content consumption data
- G2: Intent from software review and comparison activity
- 6sense: AI-powered intent with anonymous identification
Real-World Examples
- 1A sales rep sees an account spiking on 'website visitor identification' topics and reaches out
- 2Marketing targets ads to companies researching competitor solutions
- 3SDRs prioritize outreach to accounts with high first-party intent scores
- 4A demand gen team triggers nurture campaigns for accounts showing early-stage intent
Key Benefits
Frequently Asked Questions
What is buyer intent data?
Buyer intent data is information showing that a company or individual is actively researching a topic, product, or solution. It's derived from online behaviors like content consumption, search activity, and website visits.
What's the difference between first-party and third-party intent?
First-party intent comes from your own properties (website visits). Third-party intent is aggregated from across the web. First-party is more specific and actionable; third-party provides broader market visibility.
How accurate is intent data?
Accuracy varies by source. First-party intent (website visits) is highly accurate. Third-party intent involves inference and is less precise. Always validate with your own conversion data.
How do I use intent data for sales?
Use intent to prioritize outreach (focus on accounts showing intent), personalize messaging (reference their research), and time engagement (reach out when signals are fresh).
Related Resources
Comprehensive Guides
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Related Terms
See Buyer Intent Data in Action
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Related Definitions
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